Crypto fever has reached New York City’s Penn Station, where an interactive art sale featuring over 50 works of digital NFTs is accessible via QR code.
The ‘Art in Motion’ exhibition, which debuted on October 4th, is curated by Plug Talk Media founder Nathan Nakhmanovich, also known as Mogul, and will transform Penn Station into the first-of-its-kind digital art sale, featuring non-fungible tokens (NFTs) from dozens of artists.
More than 200 media assets will be distributed throughout Penn Station, the busiest transportation hub in the Western Hemisphere, as part of the station’s dominance. Advertisements on column wraps, rotunda banners, directional clocks, and stair risers, to name a few, will encourage visitors to participate in the exhibit by scanning QR codes on the ads, which will reveal the digital artworks available for bidding through NFT marketplace OpenSea.
Mogul and executive producer Eric Spivak, known as Motivate, hand-picked the artists for the exhibition.
“This campaign is a statement on the NFT revolution and the power of outdoor advertising,” said Nathan Nakhmanovich. “Whereas previous NFT galleries have utilized smaller public and private spaces, the ‘Art in Motion’ gallery will bring NFT to the real-world scale of public transportation and demonstrate how to effectively drive attention from IRL to digital for the masses.”
This year, NFTs have been in the spotlight; more than $2.5 billion in NFT sales occurred in the first half of 2021 alone, and an NFT was sold for a staggering $69 million in March.
NFTs, which were first introduced in 2014, can range from movies to music to memes, but have become particularly popular among artists as a new way to buy and sell digital artwork. These digital collectibles are an excellent way to demonstrate ownership of one-of-a-kind and frequently scarce digital assets.
“Art In Motion” is a watershed moment for all of us to recognize. “The innovative use of QR codes associated with Arts and Culture is creating enormous opportunities for creators, collectors, and curators alike,” said Eric Spivak. “From physical to digital and back, this is a boundary-pushing progressive project with a purpose that I hope receives the attention, love, and respect it deserves, while providing access to the NFT space and, hopefully, changing the lives of both artists and commuters.”
“We’re thrilled to be collaborating with Mogul to highlight and support talented independent creators in the iconic Penn Station,” said Alexander Bercow, Partner Success Lead at OpenSea. “We believe we’re only scratching the surface of what’s possible with blockchains and tokenized media – and this activation demonstrates how NFTs are changing the way society interacts with art,” he added.
In the same way that NFTs brought the physical art market to the digital world, OOH brings the digital world to public space, allowing artists and brands to push and blur those boundaries. OOH is the ideal setting for an immersive exhibition like ‘Art in Motion,’ which can immerse an audience at every step of their journey.
“When it comes to this station dominance, Plug Talk Media has truly pushed the envelope, merging their expertise in OOH and NFTs in the biggest way possible,” said Michael Rosen, CRO of Intersection.
Thinking outside of traditional exhibition spaces corresponds to the visions of many of today’s innovative NFT artists. It not only connects artists with a new audience, but it also brightens up an otherwise dark, industrial space. This may be the first station to offer space for visually appealing NFTs, but we doubt it will be the last.